Dubai welcomes 9.88 million visitors to set new tourism record
Hotel occupancy hits 80.6% with over 22 million room nights booked
DUBAI’s appeal as a global destination continues its sharp ascent, with the city welcoming 9.88 million international overnight visitors from January to June 2025 – a six percent increase over the same period in 2024.
The latest data from the Dubai Department of Economy and Tourism (DET) showcases a powerful surge in tourism, closely aligned with the goals of the Dubai Economic Agenda D33, which aims to position the emirate as one of the world’s top three cities for business and tourism.
His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai, stated the milestone reinforces the vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, and underlines Dubai’s continued rise as a centre of trade, investment, talent and innovation. “From exceptional infrastructure to unique attractions, Dubai offers a model of excellence in tourism and hospitality grounded in innovation,” he noted.
DET attributed the record-breaking performance to public-private partnerships, bespoke global marketing strategies, and major events that attracted both new and returning travellers. The tourism surge also supports Dubai’s ambition to be the world’s best city to visit, live, and work in, while serving as a key driver of GDP and cross-sector growth.
What drove the visitor surge?
DET reported that proximity markets like the GCC and MENA collectively accounted for 26% of visitors in H1 2025. The GCC contributed 15% (1.51 million) and MENA 11% (1.12 million). Western Europe was the top source market, delivering 2.12 million visitors (22%), followed by the CIS and Eastern Europe (15%), South Asia (15%), and North East and South East Asia (9%). Visitors from the Americas (7%), Africa (4%), and Australasia (2%) also made significant contributions.
Dubai’s expanding hotel portfolio remained a vital attraction, with new openings such as Jumeirah Marsa Al Arab, Cheval Maison in Expo City, The Biltmore Hotel Villas in Al Barsha, and Vida Dubai Mall in Downtown Dubai offering options across luxury and mid-scale segments.
Helal Saeed Almarri, Director General of DET, noted: “Dubai’s strong tourism performance in H1 2025 reflects the adaptability of our economic model amid ongoing global challenges including inflation, changing traveller behaviours and macroeconomic uncertainty.”
How did hotels perform?
Dubai’s hospitality sector delivered robust performance across all metrics. According to DET, hotel occupancy averaged 80.6%, up from 78.7% in H1 2024. Room nights reached 22.24 million, an increase of 4% year-on-year. The average length of stay rose to 3.71 nights.
The Average Daily Rate (ADR) climbed by 5% to Dh584, while Revenue Per Available Room (RevPAR) increased by 7% from Dh439 to Dh471. By the end of June 2025, Dubai offered 152,483 hotel rooms across 822 establishments.
Tourism also played a central role in supporting the broader economic vision of the emirate. Almarri added, “We are embedding sustainability across our tourism ecosystem and catering to the needs of digital nomads, high-spending tourists, and Gen Z travellers.”
Where did Dubai gain global recognition?
Dubai’s marketing efforts have been key in positioning the city as a standout international destination. The DET launched several high-impact campaigns in H1 2025 including:
- ‘Find Your Story’ featuring Millie Bobby Brown and Jake Bongiovi
- ‘Dubai. That’s How You Summer’
- ‘Dubai, Ready for a Surprise?’ with Virat Kohli and Anushka Sharma
Strategic alliances with Marriott International, Hyatt, and Premier Inn further boosted visitor experience. Upcoming hotel launches include the Mandarin Oriental Downtown, ZUHHA Island on The World Islands, and Ciel Dubai Marina, set to be the world’s tallest all-hotel tower.
In a major accolade, Dubai was named the first Certified Autism Destination in the Eastern Hemisphere in April 2025. The city also ranked highly in the 2025 Tripadvisor Travelers’ Choice Awards and was named the world’s best city for solo female travellers in a global study by InsureMyTrip.
Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing, noted that community involvement and collaboration with over 3,000 partners helped deliver authentic experiences that resonated globally.
What about events and dining?
Dubai’s influence in global business events remained strong. The city secured 249 successful bids through Dubai Business Events (DBE) to host major international congresses and conferences, expected to attract over 127,000 delegates in the coming years. It also ranked first in the Middle East for number of association meetings hosted in 2024, according to the International Congress and Convention Association (ICCA).
On the culinary front, Dubai’s dining landscape reached a new pinnacle. The MICHELIN Guide Dubai 2025, launched in May, spotlighted 119 restaurants across 35 cuisines, including the city’s first three-starred MICHELIN restaurants:
- FZN by Björn Frantzén, marking him the first chef to earn three stars at three different restaurants globally
- Trèsind Studio, the world’s first Indian restaurant to receive three MICHELIN stars
Other accolades included three two-starred restaurants, 14 one-starred, 22 Bib Gourmands, and three MICHELIN Green Stars. On the World’s 50 Best Restaurants 2025 list, Trèsind Studio ranked No.27, and was named the Middle East’s best restaurant, while Orfali Bros re-entered at No.37.